The Plaza Chile at the Santiago International Airport was the setting for the launch of "Chile, Cultural Territory", a joint effort between the Fundación Imagen de Chile, the country's cultural institutions and various strategic allies, aimed at highlighting the value of culture as a central dimension of Chile's identity and international projection.
The proposal includes a series of short videos -three already available and three in development- that show different expressions of Chilean cultural diversity and a link to the national billboard, material that will be exhibited in physical spaces of high circulation in different parts of the country, such as the Nuevo Pudahuel Airport, EFE train stations, Santiago Metro and shopping malls like Costanera Center, among others.
"This initiative is an invitation to rediscover and share who we are. Chile is a profoundly cultural territory, and this project allows us to make that richness visible in a modern, accessible and public-oriented language," said María Teresa Saldías, executive director of Fundación Imagen de Chile.
Manuel Valencia, assistant manager of communications and corporate affairs at Nuevo Pudahuel, commented: "Initiatives like this are central to the work of the Santiago airport, which is the point of arrival of more than 95% of visitors to Chile and also the place where Chileans who travel abroad return. It is the place that generates the first impression of the country and, therefore, it is very important to have information on the cultural billboard and also on the diversity of what Chile is, to show it in the different spaces of the airport".
The sum of the voices
The "Chile, Cultural Territory" project was born as a concrete response to the need to integrate the cultural sphere into the country's promotional strategies. Its objective is to reinforce citizen access to cultural contents and to position culture as an essential asset of the image that the country projects to the world. It should be noted that one of the main pillars of this initiative is that it covers cultural spaces from north to south, aiming at decentralization and ensuring that, regardless of travelers' destination, they have the option of accessing cultural activities.
Florencia Quinzio, representative of Fundación Teatro del Lago, from the Los Lagos Region, added: "We believe that this type of event is very important. Throughout the territory -a vast country, from Arica to Punta Arenas- there is a great diversity in our cultures, heritages, trades and native peoples. All the territories have their own stamp, and it is essential to highlight both their trades and their culture. Chile is a very diverse country, rich in crafts and heritage".
In addition to their physical display, the videos will be linked through a QR code that leads to a landing page hosted on the Marca Chile website. This platform centralizes the country's cultural agenda and allows access to content from anywhere.
Check out the details by clicking here!
